Leslie Wu
, ContributorEditor, explorer and enthusiast of food, drink and travel.Opinions expressed by Forbes Contributors are their own.

Years ago, as an editor covering the jewelry industry, I would get inundated with pitches for pets: gem-encrusted dog collars, whimsical bone-shaped charms made of precious metals and leashes with more sparkle than looked comfortable for either walker nor walkee. At the time, I scoffed. Clearly, I thought, the industry had lost its collective mind.

How wrong I was. In 2016, Americans spent an estimated $62.75 billion dollars, according to the American Pets Product Association (lest you think that number is farfetched, the APPA’s released actual number for 2015 is 60.28 billion). Pampered pets are big business, with 65 per cent of households in the U.S. including a pet, and now markets other than jewelry are sitting up and begging for attention.

Pets get their own terminal at the ARK at JFK. Photo by AnthonyCollins.nyc

The recently opened ARK at JFK gives animals at John F. Kennedy Airport a 24/7 privately operated terminal with direct airside access in air-conditioned comfort. From baby bunnies to equine companions, the Ark Oasis facility can house and process dogs, cats, horses, small pets and even birds, due to a new aviary opening this year (no word as to whether they must go two by two.) Brushes, walks and even selfies to share with their anxious pet parents can all be had for a fee. Sitting on 14.4 acres, the ambitious $65 million facility includes a 108,650 square foot animal handling center with an onsite veterinary hospital and training, spa and grooming options.

Now, those who just have to bring their furry friends with them to wine tastings can choose between not one, but two producers of cat or dog friendly “wine”. (Please note: alcohol is very dangerous for pets — please do not serve your four legged companion alcohol in any form.) “A pet is more like a friend, a roommate or a family member,” Brandon Zavala, the chief executive of Apollo Peak told the The New York Times. “Why are we just feeding them water?” With cutesy names for catnip-laced beet juice such as Apollo Peak’s Pinot Meow or competitor Pet Winery’s Purrgandy (oenophiles everywhere can take a moment to cringe), cats can join in the presumed fun (dogs get their own Dog Perignon or CharDognay).

Perhaps the most telling part of the story, however, is when The Times conducted a taste test at a local cat cafe and the felines were, perhaps predictably, unimpressed. “The best part of the idea is having wine with your pet — that’s what drives it,” Zavala told the NY Times. “It’s not how it tastes for the cat.”

At what point do we ask ourselves if this tale has started wagging the dog?

Leslie Wu is a Toronto-based food and travel writer, editor and explorer. Follow her on Twitter at @leslie_wu.